The three pricing tiers
| Tier | Per-session | Package (6 sessions) | Typical audience |
|---|---|---|---|
| Entry | $80-150 | $500-800 | General coaching, first-time clients |
| Mid | $200-400 | $1,200-2,400 | Specialty + experience, clear niche |
| Premium | $500-1,000+ | $3,000-6,000+ | Executive, deep specialty, strong referral pipeline |
Why per-package beats per-session
- Aligns incentives. Hourly billing rewards dragging the work out. Package billing rewards reaching the outcome.
- Improves outcomes. Clients who pre-commit to 6 sessions complete the work. Pay-per-session clients drop off when it gets uncomfortable - which is often where the work would have actually started.
- Simplifies sales. "Six sessions for $X, outcome Y, paid up front" is easier to evaluate than per-hour comparisons.
- Stabilizes revenue. Predictable income lets you plan; per-session income forces you into constant top-of-funnel work.
A worked rate calculation
Most NLP coaches under-price because they calculate from "what feels fair per hour" rather than from what they need to earn. The correct calculation:
- Annual income target: Decide what you want to earn. $80k, $150k, $250k - your number.
- Working weeks per year: 46 is realistic (vacation, sick, admin).
- Client hours per week: Working coaches typically deliver 15-25 client hours/week. The rest is sales, admin, content, supervision.
- Total revenue hours: weeks x client hours = annual client hours.
- Required hourly: Target / annual client hours. This is your floor.
- Translate to package: hourly x sessions x package premium (20-30% markup for the package commitment).
Example: $120k target / (46 weeks x 18 hours) = $145/hour floor -> ~$1,000-1,200 for a 6-session package.
What pushes you up the tiers
- Specialty. "NLP coaching" is generic. "NLP coaching for senior executives facing transition" supports a higher rate.
- Reference experience. Case studies and testimonials from named clients (or named roles) compress the buying decision.
- Audience fit. The same hour is worth $1,500 to a senior executive and $80 to a college student. Pick your audience deliberately.
- Format. 1-on-1 is the highest tier; group programs at 5-15 clients can be priced higher per-coach-hour but lower per-client.
- Reputation. A 10-year practice with consistent results commands rates a 1-year practice cannot, regardless of skill.
When and how to raise rates
- Annually for new clients, 5-10%.
- Honor existing program rates through the program; raise on the next package.
- Communicate plainly: "My rates are going up January 1. Existing programs are unaffected; new programs after that date are at the new rate." No apology, no justification.
- Raise after demand exceeds supply. If you are booked 4 weeks out, the market is telling you the rate is too low.
Frequently asked questions
Should I charge per session or per package?
Per package, almost always. Per-session billing creates pressure to drag out the work; packages align your incentive with the client's outcome. A typical structure: 6 sessions over 8-12 weeks for a specific outcome.
How do I justify a higher rate to clients?
Outcomes, not hours. 'I charge $X for a 6-session program that produces [specific outcome] for clients like you' is easier to evaluate than 'I charge $X/hour'. The hourly framing invites comparison to therapists and coaches at any price point.
What if clients say I'm too expensive?
Some are not your client. Track which objections come from people who would have been good fits vs from price-shoppers; the patterns tell you whether your rate is genuinely off or whether you are simply attracting the wrong audience.
Should I offer sliding-scale pricing?
Only if it serves your practice. A few low-fee or pro-bono spots for clients you would not otherwise reach can be ethical and useful. Sliding scale as your default model is usually a sign you have not yet committed to your rate.
Is it ethical to charge thousands per package?
Yes if the outcome justifies it and the client understands what they are buying. Unethical pricing is not high pricing; it is pricing that misrepresents what the client will get.
How often should I raise my rates?
Annually, by 5-10%, for new clients. Existing program clients keep their rate through the program. Most working coaches under-raise; the field's pricing has shifted materially upward in the last 5 years.
DIRECTORY
List your practice on the directory
Clear package pricing helps clients evaluate quickly. List once, present once, get verified inquiries.